Last week, we had posted a blog on ‘Why distributors must invest in eCommerce growth for sales?’.

This is a quick and a short blog on customer service and on how distributors can serve customers better. It gives great insight into what the customers are expecting from distributors.

Listening to the voice of the customer

According to data from the Counselor’s State of the Industry report, 35% of all orders require turnaround times of five days or less. Today, quick response and dependable delivery have become the norm.

Customers who are on job sites prefer text, while those who are in offices prefer to phone, chat or email. Distributors who provide great customer service provide multiple contact methods for their customers to choose from to get in touch with the company.

Here are the ‘Ten Commandments’ and ‘Essentials of Profitable Wholesale Distribution’ as laid out in the book ‘Elements of Industrial Distribution’ by Power Transmission Distributors Association Foundation.

Ten Commandments – Customers to Distributors

According to the American Supply Association Education Foundation’s Essential’s of Wholesale Distribution 2nd edition, the Ten Commandments’ given by customers to distributors are to:

  1. Keep the products supplied. 
  2. Provide bid information and assistance.
  3. Don’t make mistakes. 
  4. No back orders. 
  5. Solve my problems. 
  6. Tell the truth.
  7. Keep promises 
  8. Be dependable
  9. Help with ordering.
  10. Don’t waste my time.


Essentials of Profitable Wholesale Distribution

The ‘Essentials of Profitable Wholesale Distribution’ also offers guidelines for what customer’s want 

  • Inside sales immediately available when I call. 
  • Inside sales are eager to help. 
  • Ship our orders complete. 
  • Next day delivery service. 
  • Proactive follow-up on orders and requests. 
  • A wide range of products. 
  • Preferred specific brands carried. 
  • Lowest price or best price for value. 
  • Fast pickup service – can get in and out quickly. 
  • On-time deliveries. 

Great customer service is about listening to the voice of the customer. In today’s competitive world, customer service is not just a value add but also the differentiator. It helps to retain and build long-term client relationships and also results in happy customers.

Customer Service tips for Distributors – Infographic

Ten Commandments – Customers to Distributors



Essentials of Profitable Wholesale Distribution



From the book ‘Elements of Industrial Distribution’. PTDA Foundation, Chicago, USA.

Essentials of Profitable Wholesale Distribution NAW


  • Selvan

    selvaN is Director- Content Marketing at DCKAP. He manages its blog and social media. He is a bibliophile and a cinephile. He can be found browsing at any one of the popular bookshops in Chennai during the weekends or watching movies at home.


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